Doritos Gets in On Spicy Trend with 'Blaze' Chips

Can you handle the heat?

By Ethan L. Johns
January 05, 2018

Image: Frito-Lay

Spicy is all the rage right now. Celebrities try to withstand the body-numbing power of the One-Chip Challenge while YouTubers see how much spicy Samyang Ramen they can handle. Hot chicken joints are popping up left and right. With a hot new flavor, Doritos is hoping that the trend will continue through the new year.

The Doritos “Blaze” was unveiled to the public on Thursday. With a “heat that builds as you crunch,” it is the chip brand’s first foray into the world of super-spicy snack foods, joining the ranks of Flamin’ Hot Cheetos in the supermarket aisles. Doritos Blaze is intended to not only be a flavor, but a platform; depending on the chip’s success, Frito-Lay intends to add other flavors in the future.

With smoldering graphics and thermal-imaging handprints on the bag, heat is definitely the name of the game here. Critical review attests to the snack’s fire, which seems to target the taste buds like a heat-seeking missile. The LA Times says that the Blaze chips might “cross the line into too-hot territory,” while Bon Appétit described garlic and tomato with a jalapeño heat finish.

"Doritos Blaze is truly a first-of-its-kind snack with a robust flavor that's as bold as the heat in every bite," said Frito-Lay’s senior marketing director, Ryan Matiyow, in a press release. "We know our heat-seeking fans will enjoy this intense snacking experience all year long."

Doritos Blaze chips are available now in 9.75-ounce bags for $4.29, and in 3-ounce bags for $1.69. Get ‘em while they’re hot!

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns